Tourism Destination Branding as a Marketing Factor: A Short Literature Review with a Focus on Northern Cyprus

Kudratova, Malika; Castanho, Rui Alexandre; Santos, Eleonora

http://hdl.handle.net/10400.8/14995

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Authors

Kudratova, Malika

Castanho, Rui Alexandre

Santos, Eleonora

Abstract(s)

This research aims to evaluate the effects of “branding” on client satisfaction and loyalty within the framework of marketing management studies. As a result, brand image and destination brand loyalty were used as two mediators to examine customer happiness and loyalty. The premise is that the success of the lodging industry (i.e., four-and five-star hotels) significantly impacts a destination’s profitable tourism sector. However, the lodging industry can succeed if there is a base of devoted and contented clients. A significant role in mediating this results is branding. Contextually, the study used the Northern Cyprus as a case to investigate and examine the elements that establish the island’s “brand” description and how much branding may be used as a marketing tool. The results show that customers’ contributions to the delivery and use of destination services do not have a beneficial impact on the brand image of the destination, nor does brand image serve as a mediator between customers’ contributions and destination brand loyalty. Regarding the clients’ willingness to get service with no input, this can be explained. Moreover, customer satisfaction is acknowledged as having a favorable impact on the perception of a location. The relationship between service quality and loyalty is consistent with earlier research. Service quality positively impacts customer satisfaction, albeit the findings were lower than anticipated.

Description

Part of the book series: Smart Innovation, Systems and Technologies (SIST,volume 383).
Conference name International Conference on Tourism, Technology and Systems, ICOTTS 2023, Bacalar, 2 November 2023 - 4 November 2023.

Keywords

Destination branding Insular territories Service quality Tourism management Tourism profitability

URI

http://hdl.handle.net/10400.8/14995

Citation

Kudratova, M., Castanho, R. A., & Santos, E. (2023, November). Tourism destination branding as a marketing factor: a short literature review with a focus on Northern Cyprus. In International Conference on Tourism, Technology and Systems (pp. 71-81). Singapore: Springer Nature Singapore.